ABOUT
With 8 years of experience in startups and scale-ups, I have a proven track record of driving business initiatives in fast-paced environments.
While in my last role at a performance marketing agency, I advanced from an account manager to a director. I successfully developed a social media marketing department, taking ownership of business targets, setting up all team processes, and expanding the team from 1 to 6 members. During this period, I acquired significant experience in performance marketing by planning and optimising social media campaigns for more than 50 businesses in both the B2C and B2B sectors. Notable campaigns include those for e-commerce, healthcare, and technology clients.
As the Product Strategy Director, I led and managed new product initiatives to acquire customers, resulting in a 25% increase in revenue in the first year.
Growing up internationally, and working in 4 different countries, has given me unique cultural insights and helped me understand diverse perspectives. It has made me adaptable and given me an outlook that provides innovative solutions to problems.
Fuelled by curiosity and a relentless pursuit of growth, I am committed to continuous learning and delivering strong results.
I am actively seeking opportunities to use my expertise in product and marketing strategies to drive business growth by refining product solutions and effectively positioning them to customers. I am eager to contribute to a forward-thinking organisation that values innovation and strategic thinking.
PROFESSIONAL EXPERIENCE
Product Strategy Director
June 2022 - March 2024
Independently devised and managed the agency’s product roadmap executing new product launch cycles quarterly. Established creative, training and TikTok marketing services within the first year which led to a 25% increase in revenue.
Presented monthly business updates to the board which included market analysis, product insights and GTM plans.
Worked closely with the sales, marketing and performance teams to implement new products while adeptly managing conflicts of interest.
Managed product releases, including crafting product release emails, newsletters, webinars and key messages for sales decks. Launching our first TikTok focused webinar we generated 1,000 sign-ups with 500 attendees.
Gathered customer and team feedback to refine product process, and trained teams on new product features.
Worked closely with the social team and led the creation of a training program focused on META, TikTok and Snapchat advertising strategies. In marketing it to partners we landed a recurring contract to train a large organisation’s social team.
Collaborated with senior stakeholders to rebrand as an AI-focused business and managed process with a branding agency to develop the storytelling and brand collateral.
Head of Paid Social
October 2017 - June 2022
Led and mentored a team of 6 account managers, driving revenue growth for a total of 50 businesses across multiple platforms including Meta, TikTok, Snapchat, Pinterest, LinkedIn and Youtube.
Oversaw strategies for all paid social campaigns, fully accountable for meeting business KPIs and managing budgets.
Developed and refined the sales, onboarding and account management processes for paid social ensuring standardised service delivery while scaling the team.
Continuously reviewed the team’s unit economics and automated processes to enhance efficiency. For example, implemented an ad building software resulting in a 30% reduction in time spent on Meta ad builds.
Presented growth strategies, case studies and preliminary budgets in all new business proposals.
Maintained strong client relationships through regular account check-ins and strategic insights, while also establishing partnerships with Meta, TikTok, and Pinterest to meet media spending targets and stay ahead of new platform policies and features.
Utilised data analysis to identify growth opportunities for businesses, focusing on optimising customer acquisition and retention strategies. Supported a global jewelry business in increasing its media spending tenfold while sustaining its target cost per acquisition (CPA).
Accumulated two years of account management experience before advancing to Head of Paid Social, simultaneously managing 12 customer accounts with a total monthly budget of £1m, and utilising data analysis to optimise account performance and drive business growth.
EDUCATION
2016-2017
London School of Economics & Political Science (LSE), London UK
MSc Media & Communications (Data and Society) with Merit
Relevant Courses: Data and Society, Social Computing, Data and Information Service, Technology and Justice, Methods of Research in Media and Communications (including Qualitative and Quantitative Analysis)
2011-2014
University of Leeds, UK
BA (Hons) New Media, 2:1
Relevant Courses: Communications Research Methods, Internet Policy, Visual Communications, Dynamic Web Programming
2006-2010
South Island School, Hong Kong
International Baccalaureate (IB)
